How to create a unique brand identity with personalized email templates
A step-by-step guide to creating a brand identity with personalized email templates
Building a brand identity has always been an integral part of growing a business. In the past, businesses took decades to establish themselves through rigorous door-to-door marketing and the sale of high-quality products. Nowadays, you can grow your brand by increasing your presence on social media and through online marketing. Within these multiple channels, email marketing has one of the ROI with 3200%. But what is a brand identity and why is it so important?
How important is brand identity?
The visual elements of a brand, such as a logo, colors and designs that distinguish the brand from its competitors, are called brand identity. For example, the Pepsi logo has a relatively simple design that uses only three colors: red, white, and blue. Over the years, Pepsi has built such a strong brand identity that they immediately think of Pepsi whenever people see these three colors.
Nowadays, besides the visuals, you can also set a tone or voice for your brand. Wendy’s Twitter account was the first to break the monotony of corporate tweets and post more personalized tweets and start joking online with its competitors. A similar brand identity can also be created through a well structured email marketing campaign.
How does e-mail branding work?
Branding strategies can also be applied in your email marketing campaigns. You can create a recognizable custom email template using-
The voice of your email should be instantly recognizable. You can achieve this by creating your email copy in a special way. If multiple people are working on different email copies for your upcoming campaign, you can issue a directive to maintain a similar writing style and tone. Next, you need to decide on the voice of your email, whether you want it to be business or personal.
Email branding abandons direct selling arguments and focuses on building an emotional connection with subscribers. You can then capitalize on their emotional responses to generate leads and build higher engagement.
Have a consistent color palette in all of your email marketing campaigns will help you develop brand awareness. Starbucks uses its signature green color or a lighter variant of it in all of its emails. They also only use 2 or 3 colors in their emails, which keeps their readers from getting overwhelmed. An added benefit is that green is considered to be one of the best colors for grabbing the attention of the consumer.
Using custom fonts for your email templates is another great way to create a unique brand identity. Now, that can be tricky, as there are only a handful of web-safe fonts out there. Therefore, before you venture into dangerous territory, you should check whether you can achieve the desired aesthetic with the Serif and Sans Serif family fonts. If you are determined to use a custom font, make sure you have at least a few fallback fonts to maintain the integrity of your template.
Joss & Main uses quite a few custom fonts in their personalized email template. For the general copy, they use generic fonts, while the title and subtitle are made with custom fonts. This is done to draw the user’s attention to complaints that may give rise to action. Subtitle numbering is also done with custom hollowed out fonts. The fonts have been combined with lighter toned colors to make the email stand out.
You can also entice the reader to engage more with the email by using calming images. The images you use in your email campaigns should have a consistent style. Plus, the imagery should align with your mission statement to send a unified message. Moreover, you can also use GIFs to achieve similar effect.
Headspace uses both images and GIFs in its emails to promote its services. The images have warm colors and the animated characters have rounded corners to make the email more inviting and appealing. Their email exudes peace and quiet that fits well with their mission statement.
When your subscribers open your email, they should be able to know what your business stands for. People’s attention spans are shrinking every year. Therefore, the sooner you can establish your brand with your mission statement, the longer you will keep their attention.
From the very first lines of their emails, Shutterstock establishes that they provide images that people can use in their projects and presentations. Shutterstock’s email template is also consistent with the holiday season colors as they use this email template during the holiday season.
In recent years, slogans or slogans have become synonymous with brand identity. It would help if you came up with something unique that was also representative of the service and products you market. If you are having trouble creating something creative yourself, you can always hire an experienced copywriter to create one for you.
I like this. Do I have to say something more?
Conclusion on branding and personalized email templates
Even if you are starting your business and lacking the resources to mount a large-scale campaign, you can rely on smaller email marketing campaigns to grow your brand. It would be best if you remembered that you cannot create a brand identity for your business overnight. You will need to consistently follow the techniques mentioned above for an extended period of time to slowly grow your brand. More importantly, it would help if you refrained from doing anything controversial to gain attention; it will only negatively affect your brand.
After all, Rome wasn’t built in a day, but they were laying bricks every hour.
YouTube: Designing a Complete Brand Identity with Sydney Michuda
Author: Kevin George is the Chief Marketing Officer at Email Uplers, which specializes in creating professional email templates, converting PSD to email, and Mailchimp templates. Kevin loves gadgets, bikes, and jazz, and he breathes email marketing. He enjoys sharing his ideas and thoughts on email marketing best practices on his email marketing blog.
Photo credit: The characteristic image was made by Marty o’neill. The email designs featured in the body of the article are owned by the respective companies by which they were created.
Source: DMA report
Did this article help you? If not, tell us what we missed.